BetMGM Tapped to Manage Century Casinos' Missouri Betting

BetMGM will soon be involved in Missouri’s upcoming sports betting market as Century Casinos announced that the operator would manage its license.

Ziv Chen

Last updated: May 28, 2025 2:50 PM EDT • 2 min read

BetMGM Tapped to Manage Century Casinos' Missouri Betting — Pictured: Kansas City Royals center fielder Kyle Isbel hits a one-run single against the Cincinnati Reds in the second inning at Kauffman Stadium. Photo by Denny Medley via Imagn Images.

Online sportsbook operator BetMGM will soon be involved in Missouri’s upcoming sports betting market after Century Casinos announced that the operator would manage online sportsbook platforms under its state license.

The transaction was completed through Century's subsidiary, Century Casino & Hotel Cape Girardeau, and represents a long-term alliance between the two companies. The terms of the transaction impose an obligation on BetMGM to operate a digital sportsbook business in the Missouri sports betting scene. At the same time, its management will share a portion of net gaming revenue with Century.

The revenue-sharing model also includes a minimum assurance payment to Century, which further encourages the deal. Century can also establish traditional sportsbooks at its Cape Girardeau and Caruthersville properties.

The Missouri Gaming Commission (MGC), which revealed that the state’s sports betting will launch on Dec. 1 this year, has confirmed that regulators must license each sportsbook operator before going live. The launch of BetMGM will hinge upon getting the necessary licenses from the MGC.

The approval process should be made easier, with the state moving forward following closely polled passage of a sports betting ballot measure in November 2024. The legislative action was a turning point for the Midwest, making Missouri one of the few states to legalize sports betting recently.

BetMGM, owned by MGM Resorts International and Entain and one of our best sports betting sites, is the nation's third-largest gaming operator by national market share among U.S. online gaming operators. The group’s deal with Missouri reflects a broader trend toward strategic alignment within a regulatory regime that limits independent licensing.

Sportsbook tethering required

The state's regulatory framework requires most online operators to partner with existing land-based casinos or professional sports franchises to obtain a license. Only two untethered licenses not requiring such partnerships will be issued before the market opens.

By pursuing a more traditional tethered approach, BetMGM has avoided bidding for the limited untethered licenses. In 2021, the company signed an agreement with the NFL's Kansas City Chiefs to facilitate branded presence and advertising within Arrowhead Stadium.

However, that partnership did not provide market access under the law. The new agreement with Century Casinos now gives BetMGM full operating rights to provide online sports wagering and potentially retail sports wagering in Missouri. Before long, they'll be offering lucrative Missouri sportsbook promos.

Mobile sports betting will be the dominant force in Missouri's sports wagering market. According to early analysis, more than 90% of all sports wagers in the state are expected to be placed using mobile devices.

BetMGM stated in 2024 that nearly 95% of its volume came from mobile, reflecting strong customer demand and technical readiness for mobile-first betting. Many of those customers signed up using BetMGM bonus codes.

Written By:
Ziv Chen

Ziv has over two decades of experience in the igaming and sports betting industry, having served in senior marketing and business development positions with both B2C and B2B companies, including Playtech and Microgaming. In 2019, Ziv decided to pursue his passion for writing and became a fulltime industry journalist, covering casino, sports, and gambling business news. He’s specialties include casino games and technology, US state gambling regulation, company performance, as well as gambling affiliates and marketing. As a Pitt graduate, Ziv is a diehard fan of all Pittsburgh sports teams, with the Steelers at the top of the list. In his free time, he enjoys reading crime fiction, biographies (mainly of sports personalities, but not only) and American history. Ziv’s Favorite quote: “We're going to pursue perfection, knowing full well we won't catch it, but we're going to relentlessly chase it," Mike Tomlin, Pittsburgh Steelers Head Coach.